Date First Published: 30th September 2022
Topic: Web Design & Development
Subtopic: Web Advertising
Article Type: Computer Terms & Definitions
Difficulty: MediumDifficulty Level: 4/10
Learn more about what call to action in this article.
A call to action (CTA) is a banner, button, or some graphic or text on a website designed to grab the visitor's attention and encourage them to perform an action, such as clicking through an online ad. A CTA uses an imperative verb, such as 'Check out now' or 'Click here' that is designed to stand out from the image or text.
Clicking on the CTA will take the visitor to a hyperlink. Whilst a CTA does not guarantee that visitors will click or generate a sale, it does increase the chances, so it is recommended for advertisers to include a CTA in their content. The aim of CTAs is to help convert a visitor or reader into a lead. Depending on the goal, CTAs can drive a wide variety of actions.
Its success can be measured through its click through rate (CTR) which is determined by calculating the percentage of visitors that click through by dividing the total number of clickthroughs by the impressions and then multiplying it by 100. Whilst CTA is often used to describe buttons or text on paid ads, it can refer to a button on any piece of content.
For example, if a homepage contained a button with a link to the latest post that said 'Watch now', that would be a CTA. If a website had a newsletter that visitors could subscribe to, a CTA, such as 'Subscribe now' would be used to encourage them to subscribe.
Tips for creating effective CTAs include:
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